In recent years, law firms have begun to realize the importance of establishing their brand in the digital market. Historically, law firms received the bulk of their leads through networking events, referrals, and traditional ad space channels (billboards, Yellow Pages, etc.).
But the most successful lawyers are now dominating the search engines and social media with content and even establishing themselves as thought leaders in their field. This has only become possible through focused content marketing campaigns that deliver engaging content and follow a long list of legal content marketing best practices.
What is Content Marketing?
Content marketing is the practice of creating engaging and useful content that is aimed at a particular online audience. For law firms, content marketing involves the creation of original content, such as blogs, white papers, and web pages. The content is posted on your website and shared in a way that promotes your legal practice’s services.
The goals of content marketing will vary. But to be successful, your firm’s content should aim to fulfill at least one of these goals:
- Increase brand awareness
- Establish expertise and thought leadership
- Generate leads and new clients
- Create an online community
The type of content you post will vary depending on your goals and the needs of your target audience. When done right, content marketing can be a valuable addition to your digital marketing strategy.
The Importance of Content Marketing for Law Firms
Content marketing is a big deal for any business, but it is particularly vital for law firms. The average consumer has become blind to traditional advertising methods like print, television, and even some online ads. This constant noise drastically reduces the chances that one of these tactics will sell your service to a prospect.
But content marketing can succeed where other methods fail. When a person has a legal issue that they need to solve (or any issue, such as needing last-minute dinner reservations), they are more likely than ever to turn to Google for their answer. This is where you have the greatest opportunity to connect with a prospect in the most meaningful way through your useful and targeted content.
Some of the ways content marketing can benefit your law firm include:
Content Marketing Improves Your Reach
Content marketing allows potential clients to find you who otherwise might not have. That person that is worried about the potential “DUI penalties in Alabama” or wants to know “How to appeal an SSDI rejection” might find your recent blog post and contact you.
If your content is useful and interesting, they might also share it with friends and social media followers. Someone that wasn’t searching for your law firm will see your name and remember it later when they do have a need.
Legal Content Can Improve Your SEO
Search Engine Optimization (SEO) is vital to the success of your online marketing efforts, and content marketing can help improve your website’s organic rankings. When you have a lot of informative content on your website that begins to pull in traffic, Google will notice and reward you accordingly.
Local search is essential for law firms that serve a limited geographic area. By adding your city, county, or other location data to your content, you can improve your local search rankings. So, when a person looks for a “personal injury lawyer near me,” you are more likely to get one of those top spots.
Blogging Establishes You as an Authority
People want to hire a law firm that knows what it is doing, and you can establish your authority through content marketing. A frequently updated blog gives you the opportunity to showcase your knowledge on a topic while you are addressing some of your target audience’s most pressing concerns.
A blog is also an effective way to promote your practice among your peers. When you establish authority in your field, you are more likely to get referrals from other firms that are outside your area of practice or geographic region.
Getting Your Law Firm’s Content Marketing Strategy Right
Content marketing differs a bit from traditional advertising. When most people think of law firm advertising, they picture a lawyer’s face on a billboard or bus stop imploring them to call some version of 1-800-ACCIDENT. Content marketing for law firms is a bit more subtle and can be far more effective than traditional advertising when approached correctly.
It is simple enough to produce a few blog posts and send out some tweets and then label that as your law firm’s content marketing efforts. But, to build your brand and get the most out of content marketing, you need a focused strategy.
Some of the things your legal content marketing strategy should include are:
- Defining Your Audience – Who are you trying to reach with your content, and for what purpose?
- Optimizing Your Website – Is the content already on your website optimized for your target audience and the search engines? Can you repurpose any of your best-performing content to extend your reach?
- Producing a Content Marketing Strategy – Your content marketing strategy should include keyword research and a content roadmap to plan your approach.
- Creating Compelling Legal Content – The next step is to research, write, edit, and publish content that targets a specific practice area, audience, and set of keywords.
- Marketing Your Content – Some content ranks quickly organically, but you can also “share” content on social media sites and promote it to get it in front of the right audience.
- Assessing Your Results – Every content marketing campaign should carefully track progress and assess results to determine what is working and what might require some adjustments moving forward.
Quality Legal Content That Sets Your Law Firm Apart
At Too Darn Loud Legal Marketing, we create content that helps our clients express their brand’s voice. While you focus on running your firm, the content our team creates for you will drive traffic to your website and convert visitors into new clients.
Some examples of the results-driven content our copywriters create include:
- Practice area pages
- White papers and resource articles
- Press releases
- Staff biographies
Every piece of content you receive is well-researched, SEO-optimized, and 100% unique to address your needs and the most pressing concerns of your target audience. Contact Too Darn Loud Legal Marketing today at (800) 649-1764 or online to connect with us for a free consultation.